[Roy Morgan Research] Roy Morgan Press Releases

Supporters of Melbourne are the most passionate for their club and the most likely to sign-up as a member according to new research by Roy Morgan.

Melbourne, which has the smallest supporter base in the AFL with only 191,000, has signed up 15.5% of its supporters to become paying members — a total of 29,619 members. Melbourne is closely followed by poorly supported North Melbourne which converts 15.4% of its supporters to members and Hawthorn, which converts 13.41%.

The most successful non-Victorian clubs in converting supporters to members are Fremantle, which converts 12.6% of its 343,000 supporters to members, and Port Adelaide, which converts 10.5% of its 325,000 supporters to members.

The clubs which have the most trouble converting supporters to members are those in the non-traditional football states of NSW and Queensland. The Sydney Swans have the highest number of supporters, 1,278,000, but convert only 2.1% of these supporters to become members. Similarly, the Brisbane Lions, with 921,000 supporters, convert only 2.5% of their supporters to become members.

These are the latest findings from the Roy Morgan Sports Monitor, part of Roy Morgan Single Source, a nationwide survey of 21,061 people aged 14 years and over from April 2007 to March 2008.

Sample Size	Percentage Estimate
	*40%-60%*	*25% or 75%*	*10% or 90%*	*5% or 95%*
25,000	±0.6	±0.5	±0.4	±0.3

	Conversion Rate	Roy Morgan Supporter Numbers	Official 2008 AFL Memberships*
	%
Melbourne Demons	*15.5%*	*191,000*	*29,619*
North Melbourne Kangaroos	*15.4%*	*212,000*	*32,600*
Hawthorn Hawks	*13.4%*	*309,000*	*41,436*
Fremantle Dockers	*12.6%*	*343,000*	*43,366*
Western Bulldogs	*12.1%*	*235,000*	*28,306*
Port Adelaide Power	*10.5%*	*325,000*	*34,185*
Geelong Cats	*9.5%*	*389,000*	*36,850*
St. Kilda Saints	*8.9%*	*339,000*	*30,063*
Richmond Tigers	*8.4%*	*367,000*	*30,820*
Adelaide Crows	*7.7%*	*630,000*	*48,720*
Carlton Blues	*7.6%*	*521,000*	*39,360*
West Coast Eagles	*6.2%*	*730,000*	*44,863*
Collingwood Magpies	*5.9%*	*722,000*	*42,498*
Essendon Bombers	*5.8%*	*722,000*	*41,947*
Brisbane Lions	*2.5%*	*921,000*	*22,737*
Sydney Swans	*2.1%*	*1,278,000*	*26,721*

BY STATE#
Victoria	*8.8%*	*4,007,000*	*353,500*
South Australia	*8.7%*	*955,000*	*82,905*
Western Australia	*8.2%*	*1,073,000*	*88,229*
Queensland	*2.5%*	*921,000*	*22,737*
New South Wales	*2.1%*	*1,278,000*	*26,721*
TOTAL	*7.0%*	*8,234,000*	*574,092*

These are the latest findings from the Roy Morgan Sports Monitor, part of Roy Morgan Single Source, a nationwide survey of 21,061 people aged 14 years and over from April 2007 to March 2008.

Michele Levine: Office (03) 9224 5215 Mobile 0411 129 093 Home (03) 9817 3066

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